How Etheridge and Associates conceived and produced a multi-million-dollar banking redefinition and repositioning program for small business banking. This program comprised breakthrough consumer advertising, plus an employee communications program which was pivotal to the enormous success.

Problems: On the day the bank appointed us we learned that small business accounts constituted 90% of all the bank's commercial account business. The bank wanted to increase new commercial accounts.Bank of Montreal

Solutions: We recommended that research would centre around three focus groups: the bank's small business customers, the bank's account managers and other entrepreneurs banking elsewhere, to assess attitudes about banking.

Research analysis: We found that most banks lacked credibility and provided no satisfaction to entrepreneurs. These entrepreneurs also had low regard for Account Managers who could not service their needs.

Execution: The campaign consisted of:

  • Two full-page colour ads in national business magazines
  • Three newspaper ads in all local market newspapers
  • Point of purchase materials
  • One full-colour direct mail brochure and letter
  • One guide for the Unit Head to administer
  • Telephone follow-up scripts

    In the words of the bank's Vice-President, Product Manager Marketing and Planning, David Schmaltz, our concept and execution are the most outstanding, innovative and market-driven advertising he has seen in his many years in the banking industry.Bank of Montreal
    It goes well beyond marketing and advertising; it is a new way for the bank to service its small business customers. It is, as the tag line implies,
    'A fresh approach for small business.'

    Results: "The program Etheridge & Associates developed for us generated over 10,000 new business accounts in only three months."

    David Schmaltz
    Vice-President, Deposit Services,
    Personal & Commercial Services
    BANK OF MONTREAL